Why Posting the Same Travel News as Everyone Else is Killing Your Brand
How to Make Your Travel Posts Irresistible (Even When Everyone’s Posting the Same Thing)
Visit any Disney travel agent’s Instagram feed the day Disney announces new Halloween or Christmas Party dates and you’ll see something that’s glaringly obvious: a sea of identical posts. Carousel after carousel announcing the same news, featuring the same graphics, hashtags and captions.
This content is well-intentioned. Travel agents want to stay relevant, prove they’re in the know and show their audience they’re on top of things. But there’s a problem with this approach: when every travel agent posts the exact same thing, no one stands out.
You're Not the Only Apple on the Tree
This is one of the most common — and costly — mistakes travel agents make on social media. They aim for visibility, but end up blending in. Instead of standing out as a trusted expert or unique voice, they become part of the noise.
To put it bluntly: when your social content is indistinguishable from hundreds of other travel agents, the odds of someone choosing you become as random as picking an apple from a tree.
You’re not leading — you’re echoing. Odds are that your “Breaking News” post (these posts are far too common and usually not actually “breaking news”) is also being posted by a thousand or more of your peers, because they all posted the same Disney release.
This look-at-me approach that you think is helping you look like a leader, is actually reinforcing that you have nothing unique or new to share.
Why Posting the Same News as Every other Travel Agent Doesn't Work
It doesn’t build your brand: If someone sees the same news post from 10 or 20 different travel agents, they won’t remember who posted it — they’ll just remeber that everyone did.
It creates a race to the bottom: When your content is interchangeable, potential clients default to whoever replies fastest, offers the biggest incentive, or just happens to pop up first in their feed.
It erodes credibility over time: If your feed looks like a copy-paste newswire, why would someone trust you as a creative, strategic and thoughtful travel advisor?
So what are you supposed to do instead?
Tactical Ways to Stand Out on Social Media as a Travel Agent
1. Add Your Voice to the News
If you must share “breaking” travel news (and sometimes you should), add your unique perspective. This should be driven by your brand strategy and unique value proposition (if you don’t have one, that’s a big miss for your business).
Don’t just announce the Disney party dates — add your unique and informed perspective on:
What these changes mean for families vs. solo travelers
Insider tips to get the most out of the event
Why you recommend going (or not going) during certain weeks
How your personal experiences or client success stories relate to the announcement
This turns what is otherwise regurgitated general news and information into valuable thought leadership.
2. Create Original Content Around Your Niche
What are you known for (always align with your brand strategy)? What sets your travel planning apart (this is your UVP, or unique value proposition)?
Are you an expert in navigating Disney with toddlers?
Do you specialize in luxury, adults-only Disney experiences?
Are you a master at using Disney tech and how to hack wait times?
Use this expertise to create original posts, videos or guides. Not just what the news is — but how it applies to your ideal client.
3. Take a Nod from Walt Disney and Use Storytelling
Don’t just post that a new hotel or dining deal is live. Tell a story:
“Last year, my client Amanda booked this same deal and saved $1,200 — which she put toward a surprise Bibbidi Bobbidi Boutique makeover for her daughter. These are the magical moments we aim for.”
Stories stick. Facts fade.
4. Invest in Custom Visuals
Everyone has access to the same Disney press images and Canva templates. If your graphics look like everyone else’s, your audience will keep scrolling… and so will their vacation dollars.
Consider:
Hiring a graphic designer for a signature style
Taking your own branded travel photos
Using reels and videos with your voice or face (to add your personality and build trust)
5. Build a Signature Series or Content Pillar
Create something that only you do:
A weekly “Disney Deal Breakdown” with your commentary
Monthly “Ask Me Anything” travel Q&As
Real-time Instagram Stories when you’re on-location
Over time, followers will come to expect and look forward to your unique content.
The Bottom Line: Stop Being Random
If you’re not differentiating yourself, you’re not marketing — you’re mimicking. And when you mimic, your success becomes random. Random discovery, random selection, random results. Just another apple on the tree waiting to be picked.
You have too much value, knowledge and passion as a travel agent to hang your hat on that type of passive approach.
The travel agents who rise above the noise on social media are those who create, not copy. Who lead, not repeat. The good news? It doesn’t take a massive following or a viral video to stand out and get noticed. It takes clarity, consistency and the thoughtful intent to be different in your approach.
Because if you're just another apple on the tree, don’t be surprised when someone reaches for the one that looks shinier, cheaper or it’s just closer and easier to pick.
Be the rare apple, the one that’s worth picking.
Need help refining your travel travel social media strategy?
As a travel marketing coach, I’ve helped luxury and lifestyle travel brands win at organic search—and I can help you do the same. Feel free to contact me to learn more.
By Mike Belobradic | Travel Marketing Coach